Passionate growers of the best British apples and pears and family owned since 1947. Quality above all else and goodness you can absolutely trust.
This is what AC Goatham & Son stands for, a family-owned business selling exceptional British apples and pears for three generations. It is this reputation that has seen the business continue to grow and today, more than one in six British apples and pears are grown by Goatham’s.
Goatham’s is a name that means something to customers who recognise the quality that they stand for, there is no substitute. This engaged community is increasingly connected through the company’s social media channels - an area that has experienced exponential growth and led to more brand awareness.
But the picture was not always this clearcut. In 2015, Goatham’s was focussed primarily on B2B, successfully selling directly through the UK’s top supermarkets. However, the company had a clear vision and the ambition to reposition as a consumer brand; and for that they they needed to become much more visible and recognisable.
Brand with purpose.
Wondersphere listened to Goatham’s plans and took up the challenge of rebranding a business that had been successful for nearly 70 years. With that kind of tradition, it is a delicate balancing act between achieving a fresh new look and staying true to the founding principles.
"We developed a positioning statement, 'Goodness from Goatham’s that allowed us to bring the personality of this long-established family business to the fore: of the earth, honest, bold and direct.” says Francis Court, Wondersphere founder.
At Wondersphere, we enjoy seeing brands come to life with real intention and purpose. This project was fertile territory, with so much richness to build on. Everything was aligned to Goatham’s family-first values of quality, sustainability, innovation and passion. We knew these values would appeal to the demanding consumers looking for the very best for their own family.
We believe in the power of simple ideas executed well. The personality of the family business was brought into focus and supported by colours and art direction that was vibrant and bold. The graphics were deliberately striking, while the headlines were precise and communicated a friendly tone of voice. Goatham’s is a company that prides itself on simplicity and this came through in the Wondersphere visual approach, in which the fruit is the star of the show.
Past and present.
We look to build strong relationships with our clients, who trust us to add value to their brands. A project like this requires buy-in from everyone, adds Francis: "Evolving a brand established in 1947, with long-entrenched beliefs, required careful and ongoing management of key stakeholders. To bring people on board, we ensured that we clearly acknowledge the past but with a refreshed, modern look.”
Carol Ford, the commercial director at Goatham’s says: “Wondersphere was engaged in 2015 to help move our business from one that was B2B-centric to one that would resonate with a consumer audience. We are a family business and consider them as one of our very own - committed and invested in our success.”
After five years of supporting the strategic branding needs of Goatham’s, we are extremely proud to be thought of as part of this amazing family.